Digital Marketing in Banking Activities – Suggestions for Vietnam Banks from International Experiences

Based on the innovation of science and technology in a fierce competitive environment, digital marketing has emerged as an inevitable trend for businesses with no exception from banking areas. With the target of reaching out and providing services to progressively demanding customers, current marketing tools need to be further improved to create the best interaction. Hence, the authors aim at clarifying the concept of digital marketing, which is a new trend in banking development globally, followed by experiences as well as proposing suggestions for banks in transitional countries such as Vietnam

The Impact of Digital Transformation on Customer Satisfaction to Digital Banking Service of Commercial Banks in Vietnam

The present study focuses on examining the interplay and correlation between the digital transformation process as assessed by the digital banking service quality components (Ease of use, Effectiveness, Interoperability, Privacy/ Security, Empathy, Responsiveness, Reliability, Service portfolios, Service charge) and customer satisfaction for digital banking services at commercial banks in Vietnam. The predictors (independent variables) for this study are the aforementioned service quality aspects and moderator is Service charge. The outcome variable (dependent variable) is customer satisfaction. The authors combined qualitative and quantitative research techniques to develop observed variables and assess the model's fit. This study can help banking leaders evaluate and improve the quality of digital banking services in the context of financial liberalization and globalization. Keywords: Digital transformation, Digital Banking, Banking service quality, Customer satisfaction DOI: 10.7176/EJBM/15-6-04 Publication date:March 31st 202

Demographic Factors Affecting the Level of Financial Literacy in Rural Areas: The Case of Vietnam

This article measures the level of financial literacy in the rural areas of Vietnam. The financial literacy is usually concerned by financial institutions and government organizations. This is considered to be an indicator that contributes to the assessment of the quality and potential growth of the financial system. In the article the determinants of financial literacy in Vietnam are identified. In result the authors propose a designed financial literacy enhancement programme for implementation

Theoretical Framework for Research on the Factors Affecting the Moral Hazard in Banking Operation

There are many types of risks related to banking operations such as credit risk, interest risk, operational risk. Problems related to moral hazard have led to considerable setbacks for the economy in general and banking system in particular. Besides, moral hazard is an economic and financial terminology and is used to denote the risk generated from the deterioration in ethical conduct. Hence, authors aim at reviewing theoretical framework for determinants impacting moral hazard in banks